New Luxury - (Ultra) Affluent online behavior

The HUGO BOSS Group is one of the world market leaders in the premium fashion and luxury segment of the apparel market. The Group focuses on developing and marketing high-end women’s and men’s fashion. The HUGO BOSS Group is one of the world market leaders in the premium fashion and luxury segment of the apparel market. The Group focuses on developing and marketing high-end women’s and men’s fashion.

With its brand world including the core brand BOSS and the trendy brand HUGO, HUGO BOSS targets different, clearly differentiated consumer groups. The brands cover an extensive product range consisting of classic-modern business wear, elegant evening and relaxed casual fashion, shoes and leather accessories, as well as licensed fragrances, eyewear, watches, children’s fashion and motorcycle helmets.

In order to focus and strengthen on the online communication and marketing activities, the world wide Hugo Boss online stores will also become a more strongly integrated component of the whole site at hugoboss.com. The integration will be completed in the course of 2010.

Alongside the social media activities on Facebook, Youtube, Twitter, and an iPhone application, the mobile internet version of the hugoboss.com website will be revised and redesigned for the second half of the year in order to establish a presence in this increasingly important channel.

Intensive marketing activities and involvement in sponsorship of sport and cultural events enhance the worldwide recognition of HUGO BOSS and the image of its brands. Alongside traditional forms of advertising such as print and out-of-home, the relevant target groups are increasingly targeted through new marketing instruments such as social networks. Sport sponsorship activities focus on premium sports such as sailing, golf and Formula 1 and are an ideal vehicle for conveying brand values such as dynamics, perfection and precision. In its cultural sponsorship activities, the Group stresses the similarities between art and fashion in terms of design, aesthetics and creativity. The Company also sets a course with high profile fashion events in the world’s fashion capitals, further highlighting the appeal and acceptance of the Group’s brands for key target groups and charging the HUGO BOSS brand world with emotion.